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Roll by Goodyear
RAN IN: United States
Goodyear Tire and Rubber Company
Mike Dauberman, Chief Digital Officer & Head of Company-Owned Entities, Americas
Seth Klugherz, Director of Retail Expansion - Head of Roll by Goodyear
Katie Garland, Project Manager - Interactive Marketing
Joe Auriemma , VP, Category & Product Management, Goodyear North America
Ken Kleve, General Manager, Revenue Management, Goodyear North America
Fred Thomas, VP & General Manager, Goodyear Retail
Chris Campbell, Director of Operations, Goodyear Retail
James Alleman, VP/Group Director, Design
Andy Shaw, VP/Group Director, Architect
Atit Shah, Chief Creative Officer
Annelie Koller, Associate Director, Design
Sue DeSilva, EVP/Executive Creative Director
Austin Myerson, SVP, Group Account Director
Brooke Talbot, Lead Designer
Brett Eveleth, SVP, Experience Design
Ashely Postiff, Lead Designer
Bethany Bayer, SVP, Creative Strategy
Diana Pun, Senior Designer
Craig Zito, VP/Group Director, Project Management
Howard Blazzard, VP/Group Director, Technology
The way we buy and install tires hasn't changed in decades, especially for Goodyear's key target: Millennial women. Roll by Goodyear makes tire-buying and installation a more modern and enjoyable experience for female
consumers. Inviting storefronts located near shopping destinations simulate a showroom experience. Both women and men found the selection, purchase, and installation process easier, faster, more convenient, and friendlier. Our Women's Net Promoter Scores jumped by 30% and we saw 3X the adoption rate of mobile installation compared to other properties.
Hero Medium: RETAIL EXPERIENCE
Medium Featured On Video: ECOMMERCE,OOH,PRICING,RETAIL EXPERIENCE
Audience: Young Women (20-35)
Objectives: Change brand image
Type: Business to Consumer